Fundraising During the Economic Crisis Years

Fundraising During the Economic Crisis Years

Fundraising during an economic crisis is never easy. The paradox is that the services provided by non-profits are often more needed than ever during an economic downturn. Demand rise at food banks and shelters.  College educations become critical to securing employment.  Laid off workers lose healthcare coverage increasing the number of charitable cases handled by hospitals.  This means that your budgets will be increasingly stretched at the time when your supporters are feeling less able to support you.

Don’t give up.  What you do is so important you need to find ways to be successful.

Here are some things to remember about fundraising during an economic downturn:

Step 1 – Get busy.  Times are tough and people are hurting, but a large percentage of the population still has money to give.  Brush yourself off and start finding out where these people are, both in your database and in your community.  Consider prospect research and prospecting through a co-operative.  During difficult economic times, people are more aware of the suffering and needs of others.  Benefit from this awareness.

Step 2 – Be realistic. There are times when it will be possible to set big goals.  Right now you need to look at what you need – what your organizations costs are.  What is your core mission.  Which prospects will you target and how much can they reasonably give.  Be honest about the whole process.

Step 3 – Treasure your supporters. If you have consistent donors don’t abuse them. Is it okay to approach them?  Yes.  Is it okay to ask for more than one gift a year?  Yes.  Is it okay to bombard them with appeals with acknowledging their support?  Never.  Not even in good economic times.

Step 4 – Get online. Get on Facebook.  Get on Twitter.  Get a webpage with a “donate now” button.  Start an e-mail campaign.  Start text messaging.  The online services are the least expensive ofr development tools and their utility continues to increase each month.

Step 5 – Be proud of your organization.  Be confident and positive when approach donors.  Don’t reflect the downturn in the economy with a downturn in the mood of your marketing. Donors want to support winners that convince them they are making a difference.

Step 6 – Acknowledge tough times.  Carefully managed this can be a selling point as there is broad awareness of the challenges facing the country.  Remember to tell your donors they are helping people.  Be sure you are personalizing your solicitations.

Sincerely,
Brian

Brian Lacy
Brian Lacy and Associates
(860) 478-9291
www.brianlacy.com